Why it happens
The January 2026 window removal
The January 2026 window removal
The 7-day view and 28-day view windows stopped returning data on January 12, 2026. Reports and comparisons across that date show a drop that is not real.
Click-through now means link clicks only
Since March 2026 likes, shares, saves and comments no longer earn click-through credit. Those conversions moved to engage-through attribution.
Ad sets on different settings
Ad sets set to 1-day click sit beside ad sets on 7-day click, so totals mix two rules.
Comparing to analytics on a different basis
Your analytics never sees views or engagements, so it always reports fewer conversions than Meta.
How to line them up, step by step
Read the setting per ad set
In Ads Manager open the ad set, scroll to Conversion, and read Attribution setting. Change it there for new ad sets.
Compare windows in reporting
In Ads Manager click Columns, then Compare attribution settings, and add 1-day click, 7-day click and 1-day view as columns.
Split before and after January 12, 2026
Report the periods on each side of the removal separately, or on click-through only, before comparing trends.
Compare like with like
When you put Meta next to GA4 or PostHog, use the 7-day click column only.
Steps checked against Meta Business Help Center: About attribution settings; Meta Business Help Center: Compare attribution settings; Meta for Developers: Ads Insights API attribution windows.
Sprites diagnoses this
Sprites diagnoses it
Sprites reads your Meta attribution basis and flags the drops that are window changes, not performance.
What Sprites does
- Reports Meta conversions on the account’s attribution setting and states which windows are in the number.
- Flags date ranges that cross January 12, 2026, when the view windows were removed.
- Reads the attribution window on each ad set, so mixed settings show up.
- Puts Meta conversions next to GA4 or PostHog for the same days.
What it doesn't do
- It does not change attribution settings on your ad sets.
- It does not recover conversions the removed windows used to report.
Questions
What is the default attribution setting on Meta ads?
For website conversions, 7-day click, 1-day engage-through and 1-day view.
Did Meta remove 7-day view attribution?
Yes. The 7-day view and 28-day view windows were removed on January 12, 2026. 1-day view and 1-day engaged-view remain.
What is engage-through attribution?
Conversions after someone engaged with an ad without clicking through to your site, such as a like or a save. Since March 2026 these no longer count as click-through.
Can I still see 28-day click?
Yes, in Compare attribution settings, but only as a reporting column. Ad sets cannot optimize on it.
Why did my Meta ROAS drop with no changes?
If the drop lines up with January 12 or March 2026, it is most likely the attribution changes, not your ads. Compare on 7-day click only to check.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.